Postaer Airs It Out

Steffan Postaer has taken to writing about his agency, Euro RSCG/Chicago, and other topics, on his new blog, Gods of Advertising. The blog’s subhead is “We make you want what you don’t need.”
One of Postaer’s first posts, “The True Meaning of Integration” paints a pretty rosy picture (but hey, cheerleading is part of the job).

Integration. Unification. Call it what you will. As many of you know I’ve likened it to being on a submarine: We’re at sea. We’re at battle. We’re in this thing together. Because that’s what it’s all about: Working Together. That’s what the word “integration” originally meant before all these holding companies got a hold of it.
And so here we are, art directors, writers, planners and suits. Working more and more together, more and more everyday. Sharing our experience, strength and hope. And while I’m sure we’re too busy to sit around and complain, do any of us realize how rare community like this is? And how blessed we all are to have it? I know I’m blessed. And I have you and Euro RSCG to thank for it. A few years ago this place was like the island of misfit toys. And now look at us! It’s Christmas and we’ve this great big tree to celebrate it under!
For more tangible proof of our integration we have only to look at one of our very finest creative business ideas in 2007. It was a piece of advertising copy written by an art director who usually works on direct. Effen is a five-letter word, created by Bernardo Gomez.

I’m not convinced that an art director writing a nice line is “integration,” but I do like Postaer’s teamwork theme and the call for cross-discipline pollination.

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About David Burn

Native Nebraskan in the Pacific Northwest. Chief Storyteller at Bonehook, a guide service and bait shop for brands. Co-founder and editor of AdPulp. Contributor to The Content Strategist. Doer of the things written about herein.

  • yikes

    While another snarky comment is the last thing ad blogs need, wow, if that’s one of the finest pieces of work they did in 2007, it was a lean year.

  • http://adpulp.com David Burn

    On the Effen work, the execution leaves me flat (too fashionable). But the idea is right on. I love a line that can instantly be recalled at the point of sale.

  • Pattern Recognition

    Why doesn’t he just masturbate to a picture of himself, and post that instead?
    “My art director wrote a line of copy! Worship me!”

  • http://tangerinetoad.blogspot.com Tangerine Toad

    That snippet you posted is an excellent example of why I choose to remain anonymous.
    I mean seriously, who, other than a few coworkers, is going to want to read something that is clearly such a crock of “shiny, happy people” PR pablum?
    The thing about the internet, as I mentioned the other day, is that too many people think that just putting something up means that an audience will find it.
    They don’t get the whole idea of giving readers something of value, some reason to return.

  • http://adpulp.com David Burn

    I’m not sure, but I think Steffan is only intent on reaching his employees. Of course, that could be done on an intranet.

  • http://www.adscam.typepad.com George Parker

    David…
    That’s very, very funny… Remember, Effen Vodka, or as I like to call it on AdScam… “Effen-Fucking-Effen.” Was the stuff that Howard Draft sent by the caseload to Julie Roehm when he was “Pitching” the Wal-Mart account. In fact it was one of many items listed by Wal-Mart in its reasons for kicking her arse out of the place.
    I’m with Toad on this… Why do these wankers think we give a shit about some AD coming up with a line of copy. Particularly when it’s for a product I wouldn’t touch with a ten foot shitty pole… Cheers/George

  • fatc

    I guess if you’re an exec of a certain ego (shall we say) having a blog, any blog, will soon be de rigueur. Same with judging as many shows as you can and promoting as much fake work as possible. Too many BDA ECDs are now like celebutants in that they have a strange need to simply be seen, no matter the cost. I know some of this stuff has always been with us, but at least the creative assholes of days gone by were entreprneurs who had the common courtesy to start a freakin’ company first. This new breed of pontificating putz is just lame. Remember when ad creatives were cool, no-bullshit types you’d like to have a beer with? WTF happened? (Never mind. I know. Conglomerate money happened. Fuck.)

  • toad’s sixth reader

    fatc, you nailed it. brilliant.

  • http://tangerinetoad.blogspot.com t

    @fatc: I think you’re 100% correct there. The thing I don’t get is that these celebutants don’t really seem to add anything of value. I mean like Paris Hilton, they mostly seem to be famous for being famous.

  • http://tangerinetoad.blogspot.com Tangerine Toad

    @David: At some level, an internal blog like that is even worse. How insulting to read something like that from your CD – it’s as if he’s treating you like Kim Il Jong. All is bright and glorious in the people’s paradise.
    (PS: That’s me above – I accidentally deleted “angerine Toad” and hit “Post” simultaneously)

  • http://adpulp.com David Burn

    I agree with many of the points made above, but Postaer has every right to celebrate his firm’s progress in a holiday season wrap up. Is it a bit awkward? Sure. But bloggers aren’t born, they’re made. Time will tell if writing a blog is something Postaer cares enough about to take seriously.

  • http://eurorscg.com gods of advertising

    @David: The staff at Euro RSCG/Chicago might dispute the firm’s progress. Behind closed doors at the agency, Postaer often admitted integration was the mother of necessity—as in, the dying ad practice needed to benefit from the revenue generated by other divisions. Euro RSCG/Chicago is not much different than DraftFCB. Right down to senior management presenting a Pollyannaish view of reality. yikes’ opening comment on this thread summed it all up perfectly.